The Drum Awards Festival - Extended Deadline

-d -h -min -sec

GSD&M Brand Purpose Creativity

Fruit of the Loom returns for younger audiences with ‘Fruitisms’ campaign


By John Glenday, Reporter

June 14, 2022 | 2 min read

Apparel brand Fruit of the Loom is reacquainting itself with younger generations by doubling down on the bold, rich colors it has become known for.

Fruit of the Loom

The short-form videos have been made to appeal to younger consumers

Adopting a humorous and relatable identity, the GSD&M-devised campaign takes the form of a series of vignettes, each more colorful than the last, to showcase a different ‘Fruitism’ – a pithy observation on how your choice of fashion can make all the difference in life.

Each short-form video of up to 15 seconds is built from the ground up to appeal to 25-34-year-olds, appearing across digital and social media platforms including connected TV (CTV), online video and paid social.

Shorts include demonstrations of how a breathable t-shirt can improve your yoga...

... as well as a pair of boxer briefs that will keep you cool on the fly – your actual fly.

Another quick spot demonstrates the utility of socks that come in pairs by having a set of twins prove that the best things in life come in twos.

In conjunction with this activity, GSD&M has updated the website to improve the consumer experience and facilitate purchases, together with a reset of all social channels and the creation of a dedicated TikTok brand presence.

GSD&M Brand Purpose Creativity

More from GSD&M

View all


Industry insights

View all
Add your own content +